by Mike Ricotta - July 16, 2019
By now most of us have experienced getting a geo-specific ad on our mobile device. This happens after you walk by or into a store and then start to see ads or get notifications related to that store. This is done by using your location to show you an ad for a store that is geographically (geo) close to you. Marketers have found all sorts of ways to use a device’s location to display extremely specific and targeted advertisements, ultimately boosting click-through rates and conversions. Continue reading to learn more about Geofencing and some examples of how you can use it in an upcoming campaign.
Geofencing (also Geotargeting) is using a location-based form of digital advertising. Where you once needed to put up a huge billboard or rent a plane to get an ad in front of customers in a specific location, you can now use a device’s location to show it a specific ad. A device’s location can come from different channels, including: global positioning (GPS), Wi-Fi, cellular data, radio frequency identification (RFID), or satellite.
Here are some examples of how organizations are using geofencing to help drive traffic to their store, website, or contact forms.
Now that you know all about geofencing and have some good ideas on how you can use it for your business, you need to know what platforms will allow you to use location-based advertising. The 3 biggest platforms our Google, Facebook, and Snapchat. Each of these platforms allows advertisers to use a device’s location to show targeted ads.
In Google Ads, geofencing is called Location Targeting. Google has set up some helpful tools for geofencing as well; multiple locations, excluding, zip codes, and estimated reach in that area. For Facebook, it is much of the same as Google. Using pins or address you can include or exclude areas on a map.
Snapchat is a bit different in how your “fences” can look like and the types of ads you can show. With Snapchat you can create different shaped fences. Unlike Google and Facebook’s radius fences, you can create any shape you want. Also, Snapchat uses both ads and filters based on your location. Creating a custom filter is a unique way advertisers are getting people to interact with their ads.
Geofencing can be an effective way to target customers based on their current location. You can target them when they are close to your store or if there is going to be a high concentration of them at an event. Popular advertising platforms like Google, Facebook, and Snapchat have built robust and easy to use systems to create geofences for your business.